ADAPTATION OF THE PRICE STRATEGIES OF ENTERPRISES TO CRISIS CHALLENGES ON THE BASE OF MARKETING RESEARCH

Abstract

The article considers and systematizes marketing strategies and pricing methods that are widely used by modern enterprises. It was determined that the most common pricing strategies are: marketing strategy for pricing a new product, pricing strategy for product packages, price adjustment strategies. The main pricing methods are: cost-based pricing, break-even pricing, value-based pricing, competitive pricing, and behavior-based pricing. Behavior-based pricing is of particular interest due to its dynamic distribution and the ambiguity of its evaluation from the point of view of ethics. The popularity of this method is due to the opportunities provided by artificial intelligence, allowing businesses to more accurately analyze and use data on consumer behavior to optimize pricing strategies.

The peculiarities of the application and transformation of price strategies in the conditions of the emergence of crisis phenomena are determined. The concept of "crisis phenomena" includes economic crises, pandemics, political turbulence, and wars. Factors influencing the change in pricing strategies of enterprises in accordance with the nature of crisis phenomena are given. The peculiarities of the formation and adjustment of price strategies of enterprises in the conditions of the manifestation of crisis phenomena are considered, using the example of the emergence and dynamic spread of the COVID-19 pandemic, the deployment of a full-scale war of the Russian Federation against Ukraine. For example, it has been determined that the pandemic has become a dynamic driver of e-commerce development. E-commerce platforms have become the main interfaces for companies, and those companies that have been able to quickly adopt and adapt to e-commerce have been successful.

The main methods of transformation of marketing price strategies under the influence of crisis phenomena are presented: differentiated pricing, flexible pricing, application of the price leader strategy, cost optimization.